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Per Håkansson Universum Awards, Stockholm, March 26, 2009 Growing employer brands online using social media tools

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  1. 1. Growing employer brands online using social media tools Per Hkansson Universum Awards, Stockholm, March 26, 2009
  2. 2. changestartups15 years universum going global perspective stanford st.gallen san francisco silicon valley per blurb.comconsumer web londonyahoo! disruptivetechnology icon medialabbarcelonabusinessstrategic internet advisor
  3. 3. Agenda The new open world What is social media? Evolution of the web Employer toolbox Recommendations & ideas Questions
  4. 4. The wall between companies and their markets has fallen
  5. 5. Which creates transparency
  6. 6. The key driver is the web
  7. 7. And the web changeseverything... ;)
  8. 8. Imagine everyone having access to their own free printing press...
  9. 9. Their own megafon...
  10. 10. Access to people...
  11. 11. Connected across the world...
  12. 12. In real-time...
  13. 13. Enabling anyone to rate, comment, review or tag any content
  14. 14. CONVERSATIONS
  15. 15. Social Media!
  16. 16. Evolution of Consumer Web Internet [Communication tools]Audience1.6BN1.5BN SOCIAL MEDIAMICRO MOBILEBLOGGINGSOCIAL 1BN NETWORKS VIDEO COMMENTS RSS CALLING USGIM GROUPS API VOIP VIDEOSHARINGWEBMAIL BLOGS 0.5BN THUMBING FORUMSMOSAIC PHOTOSHARINGMBLISTSTAGGINGYear199520002005
  17. 17. RIGHT NOW talented people are engaging inonline conversations about your company as a place to work
  18. 18. WOW! What an opportunity to really connect!
  19. 19. BUT Only 16%* of companies monitor whats being said about their brand onlineAdvertising Age, Feb 2009
  20. 20. So what does all this mean for you?
  21. 21. Reections Its not the content, its the conversation From mass media to media of the masses A new ecosystem for human interaction Social networks are the new infrastructure People care more about tools than content Openness, transparency and accessibility Non-linear ecosystems
  22. 22. The Social Media ToolboxContent platforms Feedback tools Social networks Lifestreams & feeds Analytics
  23. 23. Content Platforms Content created by anyone for everyone to consume, comment and evolveBlogs Video Podcasting Groups Communities Microblogging
  24. 24. Social Networks The new technology platform and lever to connect and share with everyonePersonal networks FacebookMySpaceProfessional networks LinkedInXingNiche networks Ning
  25. 25. Feedback Tools Agree, disagree, contest, argue, debate, challenge, review, rate and commentCommentsReviewsRatingsThumbingQ&AReputation
  26. 26. Lifestreams & Feeds Online records of daily activities via feeds or aggregators RSSFacebookLinkedInTwitter What are you doing?140 characters (SMS) FriendFeed
  27. 27. Analytics How to monitor what people are saying about your company as a workplaceGoogle Analytics Social Mention Trackur Glassdoor.com RSS Technorati
  28. 28. Recommendations How to join the global conversation about your company as a great place to workIdentify clear objectivesHire the right web peopleKnow thy audience - identify inuencersListen. Learn. Share. Interact. Invite.Start small, experiment and fail fastBe honest, be open, be your brandWhat cannot be measured cannot be improved
  29. 29. SummaryEmbrace the open movement Look beyond the prevalent technologies Social media is about connected conversations But nothing happens without infrastructure Join the right / relevant ecosystem
  30. 30. QUESTIONS?
  31. 31. Contacts & Feedback Per Hkansson Strategic internet advisor [email protected] www.perhakansson.com